How Not to Ruin Your Brand Reputation: A Lesson in Crisis Management for African Businesses

I vividly recall a morning assembly during my primary school days when our principal announced that Indomie noodles were banned on campus and that we needed to inform our parents. The school mandated that teachers inspect student lunches and dispose of any Indomie meals. The school then proceeded to buy a meal from Mr Biggs to replace the kids' lunch. I remember thinking, “I wish I had brought Indomie today to get a Mr Biggs meal instead.”

This drastic step was prompted by a tragic incident that was the talk of the town: an entire family reportedly died after consuming Indomie noodles. The fear that gripped our parents and teachers was palpable. However, more than two decades later, Indomie continues to dominate Nigeria’s quick prep meal market.

Indomie's handling of the crisis was exemplary. They launched a thorough investigation, collaborated with the National Agency for Food and Drug Administration and Control (NAFDAC) to certify their products' authenticity, and issued a recall where necessary. The key takeaway here is their commitment to “responsibility.”

This contrasts sharply with the recent Erisco saga, where the company denied responsibility and engaged in aggressive legal battles with a customer. Unlike Indomie, Erisco Foods’ response was defensive and opaque, undermining public trust and exacerbating the situation.

In the realm of global brands, Johnson & Johnson serves as a model of effective crisis management. When faced with the Tylenol poisoning incident in the 1980s, which resulted in the deaths of seven individuals, they demonstrated exceptional leadership. Johnson & Johnson swiftly issued a nationwide recall of approximately 31 million bottles of Tylenol, prioritizing public safety over profits. They maintained transparent communication with the public, media, and authorities, providing frequent updates throughout the crisis.

What did Johnson and Johnson do differently that African brands should learn from?

• Swift Action - Johnson & Johnson acted swiftly upon learning about the poisoning cases by issuing a nationwide recall of about 31 million bottles of Tylenol products - an unprecedented move at the time. This one action demonstrated the company's commitment to prioritizing public safety over revenue generation. Having robust crisis management protocols in place will help your business respond swiftly and effectively to unforeseen circumstances (especially quite unfortunate ones).
• Transparency and Communication - The company maintained open communication channels with the public, media, and authorities, providing timely updates on the investigation and recall process. This act of transparency about the incident and its response built Johnson & Johnson's trust and credibility with stakeholders.
• Customer Safety Measures - In addition to the recall, Johnson & Johnson introduced tamper-resistant packaging for its products, and through this, set new industry standards for safety and security. This proactive implementation of tamper-resistant packaging reassured consumers of the company's commitment to preventing future incidents and safeguarding their consumer’s well-being.
• Corporate Responsibility - Johnson & Johnson accepted responsibility for the crisis, and this demonstrated humility and accountability. The company's leadership took full ownership of the situation, publicly apologized to the victims' families, and also offered support and compensation.

Businesses, especially in challenging times, must uphold these principles to maintain trust and ensure that customers continue to choose their brand.?

It is every customer's right to question and hold brands accountable, just as it is every business's responsibility to remain accountable and continuously earn their customers' loyalty.